NZ social activist Sue Bradford is quoted as saying The Rock FM "takes commercial radio to new depths."

"It is unusual and somewhat disturbing that a commercial entity would commercialise what should be one of the most meaningful human relationships and actually offer it as a prize for a radio show," she said.

But there's more than sexism and bad taste at play here. The Ukraine is now a well-known destination for sex tourists from wealthier countries, and "Mail-order Bride" operations are well-known panderers. (As the women are expected to offer "test drives" to prospective grooms.)

This has caught the attention of FEMEN, a Ukrainian radical feminist group who use their own sexuality to protest human trafficking — and sexist culture in general.